Now 25% off the original sale price of $2,750.
One of Packaged Facts' all- time great bestsellers, The Kids Market has been thoroughly updated in this all-new edition, which pegs kids' spending power at close to $30 billion in 1998. This study's thought- provoking analyses of emerging trends in this lucrative market are organized into several major chapters, covering demographics, market size (kids' purchasing power estimates and forecasts), kids as consumers, kids' media consumption, and marketing strategies and campaigns aimed at children.

Additional Information

Categories Covered:

• Demographic Information
  • 39 Million Kids Between 5-14
  • Developmental Differences
  • Kids Reflect US Diversity
• Market
  • Current and Projected Growth
  • Indirect Purchasing Influence
• Consumer Behavior
  • Product Choices
  • Shopping Independence
  • Retail Preferences
  • Brand Awareness Kid-Oriented Media
  • Nickelodeon
  • Disney Channel/Radio Disney
  • Cartoon Network
  • Kids WB!
  • Fox Kids
  • Odyssey
  • Movies
  • Magazines/Books
  • Direct Mail
  • Online Services

Issues Addressed:

• Regional Distribution of Kid Market
• Family and Economic Status of Kids
• Allowances vs. “Earned Income”
• Spending Motivation
• Discretionary Dollar Expenditures
• Products and Services for Kids
• Online Purchasing Behavior
• Shopping Patterns
• Kid Suggestions on Store Improvement
• Television Viewing Behavior
• Marketing/Advertising Developments

Highlights:

• Current and Projected Kid Population
• Share of Kid Population by Gender, Age, Race
• Estimated Kids’ Allowance and Earned Income by Age
• Estimated Kids’ Annual Gift income
• Estimated Annual Expenditures on Children

Retailer Profiles:

• Toys R Us
• GapKids
• BabyGap
• Old Navy
• KBKids.com
• McDonald’s
• Burger King

Hours of Research: 800

Scope and Methodology

Kids Defined as Those Age 5–14

Packaged Facts defines kids as those age 5–14, a definition often used by industry experts. To delineate the developmental stages children pass through, Packaged Facts divides the kids market into three approximately equal sub-groups: 5- to 7-year-olds; 8- to 11-year-olds; and 12- to 14-year-olds.

Report Methodology

The information contained in this report is based upon both primary and secondary sources. Primary research included interviews with U.S. Census Bureau analysts, media executives, and marketers of products targeted to kids. Secondary research included an exhaustive search of relevant government, trade, and consumer publications, as well as newspapers, websites, and current advertising.

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